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Fox Sports 'World Becomes the World Cup' Promo Features Sports and Hollywood Celebrities

For FIFA World Cup 2018, Fox Sports has brought in celebrities to support its role as the event’s exclusive U.S. English-language network. ...

For FIFA World Cup 2018, Fox Sports has brought in celebrities to support its role as the event’s exclusive U.S. English-language network.

David Beckham, Ryan (Deadpool) Reynolds, Joel Embiid, Alex Morgan and Evander Holyfield are among those who will feature in Fox Sports’ “The World Becomes the FIFA World Cup” campaign, showing off their love not only for the sport but for such stars as Leo Messi and Cristiano Ronaldo — both of whom are front-and-center in the multi-platform effort.

“The World Becomes the FIFA World Cup” is anchored by an umbrella spot, “This Summer,” with the full 90-second ad showing clips of on-field action, members of the Fox soccer broadcast team, fans and snippets of 15-second stand-alone spots with Beckham, Reynolds and the others.

Played out to “Over and Over and Over” by Jack White, a voiceover offers, “Men become gods. Allies become rivals. Players become fans.”

The lead spot also includes Mexico’s Jonathan and Giovanni Dos Santos brothers, Neymar, Paul Pogba and the National Team from Iceland.

Several 30-second spots also are part of the campaign, including “Epic” (In a duel between Leo Messi and Cristiano Ronald, “Everyone agrees on the two best. One controls the game. One finishes it. But who will take all the glory? “), “Men Become Gods” (A focus on what could potentially be the last World Cup appearance by Leo Messi . . . “a moment three billion people will be watching”) and “Everything Becomes Not Enough” (There’s famous, and then there’s Ronaldo, who has all the soccer glory except a World Cup title).

Lead agency is Wieden + Kennedy, New York. The World Cup is scheduled for June 14-July 15 (Fox and FS1).